Unveiling Email Deliverability with BIMI: Enhance Your Brand Identity in Inboxes

Jeffrey Overmeer
Aug 19, 2023

Explore the world of BIMI (Brand Indicators for Message Identification) and its impact on email marketing. Learn how BIMI enhances brand visibility, combats phishing, and boosts recipient trust. A comprehensive guide to improving email deliverability and engagement with BIMI authentication.

In today’s digital landscape, effective email marketing goes beyond crafting compelling content. It’s about ensuring your emails reach their intended recipients and stand out in crowded inboxes. One way to achieve this is through BIMI, an emerging standard that not only improves email deliverability but also enhances your brand identity. In this comprehensive guide, we’ll dive into the world of BIMI and explore how it can elevate your email marketing strategy.

What is BIMI?

BIMI, or Brand Indicators for Message Identification, is a relatively new email authentication protocol that adds an extra layer of trust and visual recognition to your emails. It displays your brand logo alongside authenticated emails, providing recipients with a visual cue that the message is legitimate and from a trusted source. BIMI not only boosts email deliverability but also reinforces brand recognition.

How Does BIMI Work?

BIMI leverages the power of two existing technologies: Domain-based Message Authentication, Reporting, and Conformance (DMARC) and Verified Mark Certificates (VMC). DMARC ensures that emails are sent from legitimate sources by authenticating the sender’s domain. VMC, on the other hand, acts as a digital passport for your brand logo. When these technologies work in tandem, email providers can validate the authenticity of your emails and display your logo in the inbox.

Benefits of BIMI

1. Enhanced Brand Visibility

BIMI turns your brand logo into a recognizable symbol for your emails. When recipients see your logo, they immediately associate it with your brand, boosting credibility and engagement.

2. Increased Email Deliverability

By implementing BIMI, you align with email best practices and authentication standards, which positively impact your sender reputation. This leads to improved email deliverability rates and higher inbox placement.

3. Combat Phishing and Spoofing

BIMI discourages cybercriminals from impersonating your brand. The visible logo acts as a deterrent, as recipients are less likely to interact with emails lacking the official logo.

4. Enhanced Customer Trust

When recipients receive emails with your logo displayed, they’re more likely to trust the content and take the desired actions, whether it’s making a purchase or clicking a link.

Implementing BIMI: Step by Step

Step 1: Authenticate Your Domain

Before implementing BIMI, ensure your domain has proper DMARC authentication in place. DMARC protects your domain from spoofing and ensures your emails are genuine.

Step 2: Obtain a Verified Mark Certificate (VMC)

You’ll need a VMC from an authorized Certificate Authority (CA) to validate your brand logo. This certificate verifies that the logo corresponds to your domain.

Step 3: Configure DNS Records

Configure your DNS records to include the BIMI record. This points email providers to the location of your logo image and verifies the authenticity of the logo.

Step 4: Monitor and Maintain

Regularly monitor your email authentication status using DMARC reports. This helps you identify any issues and maintain optimal email deliverability.


BIMI is a game-changer in the world of email marketing. By combining brand identity enhancement with email deliverability improvements, it empowers businesses to make a lasting impression in recipients’ inboxes. Implementing BIMI not only safeguards your brand reputation but also fosters trust and engagement among your audience.

Take the leap into the BIMI landscape and unlock the full potential of your email marketing campaigns. Elevate your brand, enhance deliverability, and establish a stronger connection with your recipients.

FAQs - Email Deliverability with BIMI

  1. What is BIMI, and how does it differ from other email authentication protocols? BIMI, or Brand Indicators for Message Identification, is a protocol that displays brand logos alongside authenticated emails. It stands out by combining visual recognition and enhanced brand identity with email authentication for improved deliverability.

  2. What benefits does BIMI offer for my brand? BIMI increases brand visibility by displaying logos in the inbox. This boosts trust, reinforces brand recognition, and enhances interaction with your emails.

  3. How does BIMI impact my email deliverability? BIMI promotes good email practices, improves your sender reputation, and leads to higher inbox placements and better deliverability.

  4. Is BIMI effective against phishing and spoofing? Yes, BIMI discourages cybercriminals from impersonating your brand. The visible logo clarifies that emails lacking the official logo might not be legitimate.

  5. What is a Verified Mark Certificate (VMC), and why is it important? A VMC is a certificate that validates your logo with an authorized Certificate Authority (CA). It assures recipients that your logo is authentic and belongs to your domain.

  6. How do I implement BIMI step by step? Start by authenticating your domain with DMARC. Then obtain a VMC and configure your DNS records to include the BIMI record. Finally, keep an eye on your email authentication status.

  7. Are there examples of brands that have successfully implemented BIMI? Yes, several prominent brands have successfully implemented BIMI, such as LinkedIn and Vrbo. These brands have increased email visibility and strengthened recipient trust.

  8. How does BIMI enhance customer trust and engagement? When recipients see emails with your logo, they are more likely to take desired actions like clicking links or making purchases due to the familiarity your brand logo provides.

  9. Can BIMI be applied to all types of emails, including newsletters and transactional emails? Yes, BIMI can be applied to various types of emails. It’s particularly effective for transactional emails where trust and recognition are crucial.

  10. What steps should I take if I encounter issues with BIMI implementation? If you encounter issues, check your DMARC configuration and DNS records. If the problem persists, consult BIMI authorities’ guidelines or seek professional assistance.